#Trolling Is Ugly|短视频|广告营销案例【ADGuider广告指南】

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# 旋转是丑陋的

案例简介：概要 43% 的英国中学或高中儿童曾遭受过网络虐待，四分之一的儿童曾多次遭受网络虐待。但是没有人谈论它。对这个年龄组来说，这是一种常见的欺凌形式，尤其是在年轻女性中，会导致抑郁、自卑、自信、自残, 社会隔离，在最坏的情况下，自杀。我们的简报旨在揭示其中一些问题，提高对网络微笑的认识，以及他们提供的支持。战略我们想在网络欺凌自然滋生的环境中挖掘和揭露网络欺凌造成的痛苦。还有什么比 Instagram 平台更好的地方呢？通过与 Chessie，一个身体积极的影响者合作，我们想创造一场引发对话、愤怒和团结一致的呐喊的运动。我们想举起一面镜子给巨魔; 虽然巨魔很丑，但反应却很漂亮。我们把消极变成积极，创造了大量的支持。结果由于没有付费的媒体支持，在 24 小时内，全球范围内有 33 条新闻对 17.2亿的在线读者进行了报道。新闻媒体包括独立、每日邮报、地铁、赫芬顿邮报、 Business Insider 、 MSN 、太阳和大都会。估计覆盖率为 695万，拥有 2.38 社会股份。切西出现在英国广播公司伦敦新闻上，达到了 617 的额外收视率。超过 300,000 人现场关注 Instagram 的故事，成千上万的人对此给予了压倒性的支持。在高峰时期，我们有 306,220 观众关注 Instagram 的直播故事，比 Chessie 的平均故事高 5 倍。最重要的是，Cybersmile 在他们的 Facebook 页面上看到了 70% 的帖子增加，以及来自受该活动启发的人们的大量信息。执行这场运动始于 Chessie 的 Instagram 上关于身体自信的帖子。《邮报》在最初的 12 小时内获得了超过 150,000 的浏览量。然后，我们在第二天与 chesie 共同创作内容，以回应来自在线巨魔的真正负面评论。这些内容作为一系列照片和视频发布到 Chessie 的 Instagram 故事中。随着每一篇文章的发布，Chessie 变得越来越扭曲，最终以一种非人类的形式出现: 对 Insta-haters 评论的融合。4月12日，据透露，Chessie 的外星人般的转变实际上是我们和 Cybersmile 基金会的合作，人们被引导到他们的网站寻求帮助和建议。我们竞选的消息像野火一样传播开来，在几个小时内就登上了线上和线下的头条。通过标签策略和管理，这种组合的声音现在出现在 Cybersmile 平台周围的每个社交渠道中。它仍然在增长。活动描述网络欺凌慈善机构 cyber smile 以一种开创性的方式将互联网拖拉置于聚光灯下。在 24 小时内，我们操纵了影响者切西 · 金的出现，以回应现场 Instagram 故事中真实的负面评论。她对每个评论的回应都变得更加丑陋，最终形成了一个令人震惊的扭曲的最终形象。最终，我们向互联网展示了 “钓鱼是丑陋的”。

# 旋转是丑陋的

案例简介：Synopsis 43% of UK secondary or high school children have been exposed to online abuse and one in four have suffered repeated incidents. But no one is talking about it. It is a common form of bullying for this age group, especially among young women, and can lead to depression, low self-esteem, low self-confidence, self-harming, social isolation and, in the worst cases, suicide. Our brief was to shine a light on some of these issues, raising awareness for Cybersmile, and the support that they offer. Strategy We wanted to unearth and expose the pain caused by cyberbullying, in an environment where it naturally breeds. What better place to do this than Instagram platform? By working with Chessie, a body positive influencer, we wanted to create a movement that sparked conversation, outrage, and a united rallying cry. We wanted to hold up a mirror to trolling; while the trolling was ugly, the response was beautiful. We turned the negative into a positive, creating a groundswell of support. Outcome With no paid for media support, there were 33 pieces of news coverage, on a global scale, within 24 hours, to an online readership of 1.72 billion. Press outlets included Independent, Daily Mail, Metro, Huffington Post, Business Insider, MSN, The Sun and Cosmopolitan. The estimated coverage views was 6.95 million, with 2.38k social shares. Chessie appeared on BBC London News, reaching an additional viewing figure of 617k. Over 300,000 people followed the Instagram story live, with (thousands) of overwhelmingly supportive comments made in response. At its peak we had 306,220 viewers following the Instagram story live, 5 times higher than Chessie’s average stories. Most importantly, Cybersmile saw a 70% uplift on post engagements on their Facebook page and an influx of messages from people inspired by the campaign. Execution The campaign started with a post on Chessie’s Instagram about body confidence. The post got over 150,000 views in the first 12 hours. We then co-created content with Chessie throughout the following day, in response to genuine negative comments from online trolls. This content was posted as a series of photos and videos to Chessie’s Instagram Story. With each post, Chessie became more and more distorted, eventually appearing in an unhuman-like form: an amalgamation of the Insta-haters comments. On 12th April, it was revealed that Chessie’s alien-like transformation was in fact a collaboration between us and The Cybersmile Foundation, with people being directed to their website for help and advice. News of our campaign spread like wildfire, hitting headlines online and offline in a matter of hours. Through hashtag strategy and management this combined voice is now in every social channel surrounding the Cybersmile platform. And it’s still growing. CampaignDescription Cyberbullying charity Cybersmile put internet trolling in the spotlight in a ground-breaking way. Over 24 hours, we manipulated influencer Chessie King’s appearance in response to real negative comments in a live Instagram story. She became uglier in response to each comment, culminating in a shockingly distorted final image. Ultimately, we showed the internet that ‘Trolling is ugly’.